This paper has been developed for The Race for Space' conference. It ranges over various aspects, all of which are within the umbrella of marketing._x000D_
The question is posed because many engineers, tunnelling and other specialisations, frequently demonstrate an unwillingness to embrace marketing. The accurate reply is probably_x000D_
not an engineer!' The paper identifies some of the possible explanations for this reply._x000D_
The vast majority of the themes, ideas and principles are based on more than 25 years actual experience for the author with Engineers, Tunnelling and other disciplines. This experience has been gained with leading consulting engineering practices; some of the world's largest construction contractors together with other organisations employing engineers in the public, private and tertiary sectors in the UK; US; Europe; the Middle East and throughout Australia and New Zealand. Experience has been gained in design offices; head offices and construction job sites in four contrasting continents._x000D_
The most significant themes developed throughout this paper are as follows: Let's go and do some real' work and leave the marketing to others!' Marketing is just a soft' option and neither technically based nor true management!' NIMBY-ism (Not In My Back Yard) so leave well alone! Engineers regularly confuse services marketing -v- product marketing_x000D_
a useful cop out, or a genuine cry for help? Marketing databases Let's get rid of the term selling' and replace it with the more acceptable_x000D_
and less distracting for tunnelling engineers_x000D_
'marketing' Distinction between benefits and features_x000D_
in The Race for Space Sales Comprehension Test, Benchmarking Test Jack Welsh's most difficult decision for a CEO' Harvard Business Review's (HBR's) formula for performance Many engineers are losing the balance in their lives Sustainable development and engineering Quality work doesn't mean quality service' Major recommendations Recommended references